EMPAT MOTIVASI KEINGINAN BERKUNJUNG KEMBALI KONSUMEN KE KEDAI KOPI

Abstract

Abstrak_ Fenomena kebiasaan masyarakat Indonesia meminum kopi sebagai bagian dari kehidupan sehari-hari, beralih menjadi gaya hidup masyarakat. Potensi tumbuhnya bisnis kedai kopi di Indonesia nampak dari maraknya pengunjung kedai kopi, namun di sisi lain juga terdapat kedai kopi yang kurang diminati oleh pengunjung. Tujuan dari penelitian untuk mengetahui faktor-faktor yang mendorong konsumen ingin berkunjung kembali ke kedai kopi dan mengungkap hubungan daya tarik desain kedai kopi terhadap minat berkunjung kembali konsumen. Penelitian ini menggunakan mixed method, kombinasi pendekatan kualitatif grounded theory yang bersifat eksploratif dan pendekatan kuantitatif korelasional. Pengumpulan data dilakukan dengan menyebarkan kuesioner daring, pertanyaan kualitatif disusun dengan pertanyaan terbuka dan pertanyaan kuantitatif disusun dengan pertanyaan tertutup dengan pola jawaban berskala likert dan semantic differential (SD-Method). Data yang terkumpul sebanyak 317 responden. Data yang diperoleh berupa data teks dianalisis dengan menggunakan 3 tahap yaitu open coding, axial coding, dan selective coding, sedangkan data numerik dianalisis menggunakan analisis korelasi. Hasil analisis menunjukkan daya tarik desain bukan menjadi faktor utama konsumen ingin berkunjung kembali, namun  terdapat empat motivasi yang menjadi faktor keinginan berkunjung kembali konsumen ke kedai kopi dan motivasi yang paling mendominasi yaitu motivasi kenyamanan dan kualitas produk (Tingkat motivasi sangat tinggi) dengan alasan kenyamanan, kualitas produk, aksesibilitas, relasi, dan ekonomis. Kata kunci: Kedai Kopi; Daya Tarik Desain; Keinginan Berkunjung Kembali   Abstract_ The phenomenon of Indonesian people drinking coffee as part of their daily life has become a people's lifestyle. The potential for the growth of the coffee shop business in Indonesia can be seen in the number of visitors to coffee shops, still on the other hand, there are also coffee shops that are less attractive to visitors. The purpose of this study is to determine the factors that encourage consumers to want to return to a coffee shop and to reveal the relationship between the attractiveness of coffee shop design and the interest of consumers to revisit. This study uses a mixed method, a combination of an exploratory grounded theory approach and a quantitative correlational approach. Data was collected by distributing online questionnaires, qualitative questions were arranged with open-ended questions, and quantitative questions were arranged with closed questions with a Likert scale and semantic differential (SD-Method) answer pattern. The data collected were 317 respondents. The data obtained in the form of text data were analyzed using three stages, open coding, axial coding, and selective coding, while the numerical data were analyzed using correlation analysis. The results of the analysis show that the attractiveness of the design is not the main factor that consumers want to visit again, but four motivations are a factor in the desire to revisit consumers to the coffee shop, and the most dominating motivation is the motivation of convenience and product quality (very high level of motivation) for reasons of convenience, product quality, accessibility, relation, and economy. Keywords:  Coffee Shop; Design Appeal; Desire to Visit Again